Webinar - How to Create a Killer Launch Plan for Your app

Webinar - How to Create a Killer Launch Plan for Your App

By Raja Manoharan Head – Mobile Marketing at Dot Com Infoway

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Dot Com Infoway Credentials

DCI was established in 2000 100+ IT professionals across 3 offices in 2 cities in India Headquartered at Chennai, India

Other Initiatives

Cash On Apps Email : ask@dotcominfoway.com

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Housekeeping Instructions • All phones are set to mute. If you have any questions, please type them in the Chat window located beside the presentation panel.

• We have already received several questions from the registrants, which will be answered by the speakers during the Q & A session.

• We will continue to collect more questions during the session as we receive and will try to answer them during today’s session.

• In case if you do not receive answers to your question today, you will certainly receive answers via email shortly.

• Thanks for your participation and enjoy the session!

Email : ask@dotcominfoway.com

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Speaker Profile Having 9 years of hands-on Internet and mobile marketing experience, Raja has helped in promoting 100s of mobile apps for app developers across the globe.

His expertise lies in helping developers and clients understand the target market and in creating a holistic approach to app marketing, right from the pre-launch buzz to user acquisition and engagement.

He strongly believes in an integrated marketing communication model to achieve success in every single project he handles.

Mr. Raja Manoharan Head – Mobile Marketing at Dot Com Infoway Email ID: raja@dci.in

Email : ask@dotcominfoway.com

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How To Create A Killer launch plan For Your App Getting ready to launch a new app? No matter how great it is, in today's cluttered app stores, it probably won't speak for itself. The success of an app will often depend on the approach to marketing.

Unfortunately the vast majority of app developers have little to no experience or marketing or managing a marketing budget.

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Number of apps available in leading app stores as of July 2015 This statistic contains data on number of apps available for download in leading app stores as of July 2015. As of that o th, a droid users were a le to hoose etwee 1.6 illio apps. Apple’s App store re ai ed the se o dlargest app store with 1.5 million available apps.

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Facts • • • • •

Price -82% Description: 62% Reviews: 60% Rating: 60% Free Trial: 43%

Source: ThinkwithGoogle.com

• • • • • • • •

An average App user has 36 Apps installed in their Smartphone.

26% Smartphone Apps are used daily.

Gaming and Social are category Apps fall into daily used Apps 68% daily used apps are from Social & Communication 33% are from media and communication 75% users expect an App should be free 46% Game related apps 19% Retail store related

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Current State Of App Stores

21% of Apps on iOS are dead according to Tech Crunch on the 6th Anniversary of the Apple App Store

Moz Research suggests out of 100 downloads, only 4 users stick around for a while

iOS App Store

According to a 2013 BBC report, 60% of apps have never been downloaded even once

According to Fisku, the average cost per app install is $1.28 and $1.78 for user retention.

Google Playstore

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According to GigaOM the top 1.6% make over $500,000 per month, while 35% of iOS developers and 49% of Android developers make less than $100 per month.

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The Math of App Business Installs

Monthly Retention %

Monthly Active Users

Monthly Active Users

Monthly Avg. Revenue/user

Revenue

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App Launch Marketing Plan WHEN SHOULD YOU GET STARTED WITH THE MARKETING?

Early Launch Tactics

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Prelaunch Tactics

Post Launch Tactics

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Pre-Launch Marketing •

Evaluate the App Concept itself

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Evaluate the market

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Research the competition

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Identify Target Audiences

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Create Messaging and Document Unique Differentiators

•

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Create a crystal clear User journey

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Early Launch Marketing • • • • • • • • • • • •

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Start promoting early ASO App Name - Keywords App Icon- Description Screenshots Preview Video Teasers/Pre-launch trials Beta Testing/Expert reviews Analytics Setup & KPI Tracking Press/Media Kit Social Media and Other Accounts Setup Building the Media list

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Post Launch Marketing • • • • • • •

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PR Activities & Blogger Outreach UA campaigns Social Media Promotions Viral Marketing Re-marketing User Engagement & Customer Support Contest & Giveaways

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PR Activities • • • • • • • •

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Unique app positioning Identify key journalists Pre-launch app build for press Distributing Press Releases Niche Bloggers Forum Marketing Set up Interviews YouTube Video Reviews

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Best Practices for Organic Mobile Optimization and Experimentation

ASO, PR activities, Social Media promotions constitutes the most important part of the organic app marketing.

• • • •

Attribute and measure app installs Identify campaigns and channels having the highest growth potential to acquire quality users. ( Eg : SMS, Email, Mobile Web and Social Media).

Optimize by designing experiments that focus on one aspect of the user lifecycle at a time, such as activation, retention or conversion.

Learn and Iterate

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ASO – Rightly Done App store optimization (ASO) is your best bet to gain low-cost app exposure, resulting in boosted app downloads, a higher number of quality users, and increased revenue.

ASO

App store optimization General app store browsing is the most common way apps are discovered, up to 53% actually. With that said, you are up against over 1.5 million apps in both the Apple App Store and the Google Play Store.

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ASO Tools  Search Man

 Mobile Action

 Sensor Tower

 AppCodes

 App Annie

 MetricsCat

 MobiledevHQ

 Straply

 AppFigures

• • • • • •

Ensure your keywords are in the title Use keywords in your app store description Appealing Preview Video and screenshots Better icon design to improve CTR Seek to get reviews naturally Seek to get people sharing and linking to your app store listings

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User acquisition is getting harder,

not easier !

Finding the right users is critical to whether an app lives or dies

– Fail a d you’ll die.

Challenges in User Acquisition Email : ask@dotcominfoway.com

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User Acquisition Funnel Find out the App exists

Visit the App Store page

Decide to Download

Open the App for the First Time

Use the App on a Regular Basis

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User Acquisition Channels • • • • • • • •

Incentivized CPI Non-Incentivized CPI Mobile App Wall App of the Day Promotions Social Media (Facebook, Twitter, Youtube Advertising) Search Marketing (Google Adwords) Television Advertising Celebrity Features & Endorsements

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Viral Marketing  Does my app offer something valuable to share?  Is it worth being shared?

 How will users be rewarded when they share?  Why will users want to share?  Why would they want their friends to share?  How will my app motivate users to keep sharing over the long term?

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Remarketing  Drive more conversions from existing customers  Le erage your po er users for upsells  Re-engage lapsed users

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Social Media for User Acquisition word of outh arketi g . People are talki g a out your ra d o so ial edia, whether you’re liste i g and engaging or not.

Think of social media as the modern form of

•

Create targeted, shareable content.

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Use social media channels to build a fan base

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Close the loop with the one click rule of selli g more apps

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Reward users for connecting with your product

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Embrace and encourage user-generated content

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Best Practices ACQUISITION: This category covers all the metrics used to acquire users. Here are the most critical ones:

Downloads New users Active Users OUTCOMES: ENGAGEMENT: This category covers metrics that will tell you what percentage of users stick with your app after Downloading

 Retention  Drop off rates  Session length

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Outcomes are the areas where users convert in your app.

 In-app purchases  App purchases  Goal conversions (sign ups, view a certain screen, etc.)  App monetization  Determining the LTV of the user www.dotcominfoway.com

Source: Smartinsights.com

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Key Take Aways •

Building the right app and building it right

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Optimizing your app store page

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Choosing the right promo campaigns

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Building an online presence

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Finding what makes users come back to the app

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Brand building around an app

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Increasing app visibility and downloads

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Engaging people and generating interest

Email : ask@dotcominfoway.com

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Contact Us Today Presenter:

Organiser:

Mr.Raja Manoharan Email ID: raja@dci.in

Mr.Karthikeyan Email ID: karthikeyan.vazhavandan@dci.in

www.dotcominfoway.com

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